Vodafone Hutchison Australia operates the Vodafone, 3 Mobile, and Crazy John's brands in Australia. In the early 2010s, it pioneered live mobile TV streaming of cricket matches through its Cricket Live Australia app. The app was very popular, with over 700,000 downloads and 4 million visits. At peak times, it saw 10,000 simultaneous live streams. This placed heavy demands on Vodafone's infrastructure. To manage these peaks cost effectively, Vodafone implemented a cloud-based architecture on Amazon Web Services that included load balancers, auto-scaling server instances, storage on S3, a database on RDS, and Cloudwatch monitoring. This cloud infrastructure proved effective for

1. Vodafone
Hutchison Australia
Easwaren Siva
General Manager
Technology Strategy & Product

2. Vodafone
Cricket LIVE
Australia
Behind the Scenes
Vodafone Hutchison Australia

3. Vodafone Australia
Vodafone Australia operated by Vodafone Hutchison Australia (VHA)
2009 merger, Vodafone Australia and Hutchison 3G Australia
Operates Vodafone, 3 Mobile and Crazy John’s brands
VHA mobile services to over 7.0 million customers
Shareholders operate Mobile Networks across the globe
3

4. Big Brother
Key Learning:
‘Big Brother’ 05
No Smartphones - No Apps
Environments
Early days of 3G – 3 Mobile 100% 3G
3 Mobile pioneered ‘Live’ Mobile TV with
‘Live’ interactive TV can drive immense
traffic towards your Portals and Content
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5. 2011/12 Vodafone Cricket Live Australia
iPhone and iPad App
Android and Tablet App
Scores and Highlights
‘Live’ Cricket TV Streaming
Vodafone Viewers verdict

6. 2011/12 Vodafone Cricket Live Australia – Some Stats
Over 700K Apps downloaded
Approximately 4 Million visits
Over 500K streams
24.7TB iPhone streaming data for December
Peak 10K Simultaneous Streams
Live scores peaked at 1000 rps (Jan)

7. 2011/12 Vodafone Cricket Live Australia – Some Stats
Scores Data Requests
iPhone Streaming Traffic

8. Cricket App - Vodafone Viewers Verdict
Challenge - managing ‘peak’
load cost effectively 8

9. Vodafone Cricket Live Australia - Architecture
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10. Vodafone Cricket Live Australia - Architecture
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11. Vodafone Cricket Live Australia – Amazon Components
2 Elastic Load Balancers (ELB)
3 EC2 instances in idle configuration (2 large 1 small), auto expandable up to 9 (8 large 1 small)
under load
All EC2 instances are bootstrapped to load application after instantiation.
1 S3 bucket to store application itself
2 auto-scaling groups to protect from hardware failure and give expandability. Any failed server
will be automatically replaced
MySQL relational database service (RDS) instance to hold all data
Cloudwatch CPU usage alarms linked to auto-scaling groups for auto expand and auto shrink
Contracted ProQuest to build and optimise our AWS instances/environment

12. Key Learnings and Next Step
Key Learnings
Public Cloud Infrastructure - best cost option for Low Frequency but High
Demand services
Content Delivery Networks (CDN) and Cloud Computing provides an
optimal solution
Next Step in Progress
Unified Content Management System on Amazon to manage ‘peak
demands’ when new devices are released Online
Oracle Webcentre Sites / Fatwire 7.6 Content Management System in
Production